The Musings Of An Opinionated Sod [Help Me Grow!]

When Nature Repositions Brands …
April 19, 2010, 2:58 pm
Filed under: Comment

You spend years and millions of dollars carefully developing a brand positioning to help move your company/client to the next level.

You’ve gone through copious amounts of focus groups and internal workshops to end up in a place where all the main stake holders are in agreement.

You run tens of millions of dollars communicating your advantage to the masses via a highly planned integrated brand campaign.

You’ve invested ridiculous amounts of time and money to ensure all markets and staff are ready for the inflow of enquiries.

Then an earthquake happens and it all turns to shit.

Years of work and millions upon millions of dollars down the drain in an instant.

Instead of communicating in the style of your ever happy ads … the reality is now a none-stop stream of bad news.

News that tells people they’re not going to get what they want.

News that can’t tell people what to expect.

In other words, no news … just a standard response that says nothing and commits to nothing.

A response that undermines everything … every research group, workshop, staff meeting, ad and positioning document.

The brands who win are the ones who live via values and philosophies, not speak from powerpoint decks and straplines.

They are the ones who can adapt to change because they are the ones who know you can never ever dot every ‘i’ or cross every ‘t’ in this constantly evolving, ever changing World.

And that is why unless you’re God, creating a strategy in a corporate vacuum is always susceptible to destruction … because a brands success isn’t built on following a 1000 page document, it’s about doing stuff that reflect who you are, what you believe and what you want achieve in a manner that is resonant with peoples requirement and relevant to where the World is.

Which is why I am deeply saddened how few companies in the travel industry have been able to turn the nightmare of the Icelandic volcano eruption into reasons why people should trust them with their travel needs for life.

Reputation is built more in bad times than good … and yet so few have embraced that opportunity.

Their loss.

Mother Nature: 1 // Branding: 0

18 Comments so far
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Ashes to Ashes…
Of course, if you have a Visa card, you can just ‘Go’….

Comment by northern

And if you have a CitiBank card, you can inspire people so they don’t even feel the need to go where they were headed in the first place.

Comment by Rob

Cue any number of campaigns extolling the virtue of staying at home and the perils of uncertainty.

Comment by John

For me it’s less about ads and more about doing … especially given the general response to this sort of situation is ‘statue like’ behaviour so even the smallest act of generosity and helpfulness would go a hell of a long way.

Comment by Rob

This is worthless to me. I’m stranded in Finchley. Damn Volcano. Curse you Volcano.

Comment by Jack

Thank you Jack … I have notified the Met to come and help you.

Comment by Rob

mother’s rod of punishment is not pleased.

Comment by Jack

Funny, that’s the sort of thing I think would make Niko very pleased.

Comment by Rob

I am renting out rooms to stranded passengers at 40% discount (would have lowered prices even more, but finals tickets..) compared to other blood sucking vultures..

plus the rooms are for women only so they don’t have to be afraid of bumping into other drunk men when they take that early morning shower..

I live my brand..

Comment by niko

What’s it called, “NOT Virgin” I presume.

Comment by Rob

Yep. Why aren’t there airlines giving out free coach travel or whatever they can manage. If ever there was a time to make your customers loyal this is it.

Comment by Rob Mortimer

There’s a certain brand that has access to a bunch of stuff … from various methods of transportation to a plethora of entertainment options … that they could easily use/give to appease and please, but so far nothing and for me, this is a major, major missed opportunity.

But I’m working on that. 🙂

Comment by Rob

Glad to hear it. It’s probably the same brand I was hoping would make a clear stand.

Comment by Rob Mortimer

when did you write this shit campbell? probably when you realised you have a concall with our favourite rebels and have done fuck all for it as pissing usual.

call in 1 hour. be there and be prepared.

Comment by andy@cynic

Considering how loyal we tend to be to the people/brands who give us a helping hand when we’re in distress it really is baffling that no one’s doing anything to be the hero for all these people.

Comment by rafik

Waiting for the divorcees to chime in any time now.

Comment by John

Following on from this post, a mate of mine sent me this article explaining how Air Asia aim to make a positive difference to the distressed:

Given the founder, Tony Fernadez, modelled himself [and worships] Trickie Dickie Branson, it’s not that surprising … however what is, is the fact industries favourite rebels have been so slow to do the same thing, but after last nights conversation, hopefully that is all about to change. Ha.

Comment by Rob

i like this post 🙂

Comment by sky tao

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